Case Study: Krochet Kids Intl. Facebook

April 17, 2018

There are only a few brands that I follow religiously. These brands are ones I've been in love with since High School or College, so it's fair to say they're doing something right.

Krochet Kids Intl. is one of those brands you can't help but fall in love with. They have a compelling story that they share beautifully, high-quality garments that will last forever, and they're a brand that gives back, making you feel good with every purchase. They figured out a business model and marketing strategy, and they've killed it in the execution.

Every platform their on shares their story, shows off their products and entertains their audience but let's take a deeper dive into their Facebook page.

Right off the bat, you see powerful, clean, minimal images on their Facebook. Their cover photos is a lifestyle shoot from their new line. Scroll down, and the first few images you see are from that photo shoot. However, they aren't here to sell clothes; they are selling a story. The story of the women who made your clothes, the adventures that you take these pieces on and the connection we feel for both those things.

In every photo there is one common element, it's a glimpse into the lifestyle you want; Whether that is traveling to far off places, living in a trendy city or staying warm in the original Krochet Kids hat during a snowstorm. It's easy to picture yourself as the subject in these photos making you dream of what your life would be like with a Krochet Kids product in your life.

The next push they give you is the permission to shop. Theirs no guilt trip of buying yet another hat when you know a woman in Uganda hand made it, and you are supporting her and her family. This is further ingrained by knowing that these products were made to last with customer testimonials raving about this brand.

Finally, there's the captions and the call to action. Nowhere on their page do they say "Buy now." In very few captions do they even call you to action to go to the website or to take any action. They know that by putting a product out there, you know what the next step is if you fall in love with it. They don't need to beat a dead horse, as they say.

Instead, their captions speak inspiration. They tell the behind the scenes stories of the founders and the women making your products. They speak to your adventurous side and mention the little things in life that bring you joy. They aren't selling to you, they are showing you inside their world and letting you know you can join any time. That's a powerful way to use Facebook. It's a great way to add value to your customer's life and make it about them and not you. Because in the end, it is about them and what your product or service can do for their life. That's the only reason we buy anything.

If there are three things you could take away from Krochet Kids' Facebook page it's these:

Great photography makes all the difference! - Powerful images that tell a story, showcase your products and connect with your audience will do more favors for you than any other kind of marketing. Keep them clean and simple.

Showcase the lifestyle that your customers can dream themselves into - Through captions, video and photography show your customers what their lives could look like. Paint a vivid image for them so that it's not hard to picture.

Stop selling to your customers - They know that if there is a product in your images or talked about on a post, it's up for sale. Use the purchase tags on Facebook to provide an easy way for them to find your product without selling. Instead, use captions that inspire and entertain. My favorite call to action on the Krochet Kids' Facebook page was "Tap to meet the new 'Astrid' pant."

As a business, you'll always find yourself "selling" at some point. That's fine, it happens. Aim to sell in only a quarter of your posts (1 in 4) so that it doesn't feel like that's all you care about. Your audience wants to know that they are important too so engage with them. Bring them the content that they want to see and that will get them coming back for more and sprinkle your products into the mix.

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